Adnamics

What Adnamics does

Adnamics Horeca Optimizers is a privately held Dutch hospitality automation specialist founded in 1993 and headquartered in Heemskerk, Netherlands. The company is an authorized dealer and lead implementer of the unTill POS (kassasysteem) ecosystem for the Dutch market, distributing it alongside hardware (POS terminals, kitchen display screens, wireless handhelds, payment terminals from CCV and Ingenico, self-service kiosks from QIOX) and complementary modules covering QR-code ordering, tablet menus, online ordering, reservation management (Guestplan), workforce scheduling (Nostradamus), event/banqueting (MICE), customer loyalty, and reporting via unTill Webmanagement. The stack supports over 100 third-party integrations across payment, accounting, HR/payroll, hotel PMS (Mews, Protel, etc.), and delivery platforms (Deliverect).

Adnamics serves Dutch hospitality operators across approximately ten vertical segments including snackbars, cafés, grand cafés, brasseries, restaurants, lunchrooms, hotels, sports club canteens, nightclubs, beach pavilions, corporate catering, and food halls. Customers range from single-site SMBs (Restaurant De Open Keuken, Het Smulhuisje, BRASA, Restaurant Vroeg) to multi-stall enterprise sites (Foodhallen Rotterdam, Foodhallen Amsterdam, The Food Department at Magna Plaza with 15 concepts and 3 bars, IJkgebouw). The company employs roughly 20 people and positions itself as a consultative sales-led organization with field advisors who hold direct hospitality experience.

Revenue mechanics combine a one-time license model for the core POS software, hardware resale, recurring 24/7 support and maintenance subscriptions, online-ordering subscription pricing (fixed monthly rather than per-transaction), Deliverect-integrated delivery orders, and à-la-carte training programs delivered through Adcademy (basic €495, optimization €695). Distribution is direct on-site advisory plus the unTill dealer network (Adnamics covers the North Holland region). Recent strategic emphasis has shifted toward AI-enabled operational tooling via a partnership with Bonnie AI (voice-based phone assistant for reservations) and deeper reservation/POS integration with Guestplan.

Name

Adnamics

Legal name

Adnamics Horeca Optimizers

Website

https://adnamics.nl

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Adnamics is a Dutch authorized dealer and implementer of the unTill hospitality POS ecosystem, selling hardware, software, and 100+ integrated modules to SMB and mid-market restaurants, cafés, food halls, and hotels across the Netherlands.

Ownership category

akta.pro rank

Product category

Hospitality POS systems

akta.pro primary industry

Point-of-Sale (POS) & On-Property Commerce (THALACAI)

akta.pro secondary industry

Restaurant Technology Supplies (POS Hardware, Kiosks) Wholesale (AFAIALAM)

Keywords

• Hospitality POS systems
• Restaurant automation solutions
• Kitchen display systems
• Wireless order taking
• QR code ordering

Headquarters

HQ city

Heemskerk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. POS System Software Licenses: Sale of the unTill POS system, described as a 'one-time license purchase' model where customers own the licenses outright, with annual costs associated with support and updates rather than recurring software fees.
2. Hardware Sales: Sale of physical hardware components including POS terminals, kitchen display screens, wireless handheld devices, payment terminals (CCV, Ingenico), and ordering kiosks. Hardware is sold as part of a total solution alongside software.
3. Professional Services (Training & Implementation): Adcademy training services including basic training (€495 per session), advanced training, and optimization training (€695), plus full implementation services from analysis through to go-live ('volledige implementatie van a tot z').
4. 24/7 Support & Maintenance: Ongoing support services including a helpdesk ([email protected]), knowledgebase, SLA-based service, and remote system access. Support is described as available 24/7.
5. Online Ordering & Delivery Platform Integration: Integration services for online ordering platforms (Deliverect, Jamezz Webshop) with per-order processing or fixed monthly fees for online ordering functionality.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Adnamics is the Dutch authorized dealer for the unTill hospitality POS ecosystem, selling, implementing and supporting total hospitality automation solutions (POS, kitchen displays, wireless handhelds, QR and tablet ordering, self-service kiosks, payment terminals, online ordering, workforce management and AI phone assistant) to restaurants, cafés, hotels and other Dutch hospitality operators. The company pairs the unTill software and hardware with end-to-end implementation, Adcademy training and 24/7 support, marketed as a single totaaloplossing (total solution) rather than point products.

Product overview

Adnamics is a hospitality automation company offering a comprehensive ecosystem built around the unTill POS system as the core platform. The portfolio includes front-of-house solutions (POS, handhelds, kitchen displays), guest-facing ordering channels (QR ordering, tablet menus, self-service kiosks), payment processing (integrated terminals and QR payments), back-office management (reporting, inventory, purchasing), workforce management (Nostradamus scheduling), and AI-powered tools (Bonnie phone assistant). The system supports over 100 integrations with third-party services including payment providers, online ordering platforms, reservation systems, and accounting software. Adnamics also provides training (Adcademy), e-learning, and 24/7 support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Horeca Kassasysteem (unTill POS) Point-of-sale system based on the unTill kassasysteem for Dutch hospitality operators, covering front-office order management, back-office configuration, kitchen and bar display screens, wireless handheld ordering and web management dashboards, with over 100 third-party integrations across payment, accounting, HR/payroll, reservation and delivery platforms.
• Bar- en Keukenschermen (Kitchen Display Systems) Digital display screens for bar and kitchen environments that replace paper ticket printing, showing order details, timing and routing information in real time and integrating directly with the unTill POS.
• Draadloos Bestellen (Wireless Handhelds) Wireless handheld ordering devices for servers to take orders and payments directly at the table or terrace, transmitting orders instantly to the kitchen and bar via the unTill POS, with optional integrated PIN payment.
• Online en Interactief Bestellen (QR- en Tablet-bestellen) QR-code-based and tablet-based ordering and payment solutions enabling guests to browse menus, place orders and pay directly from their own device or an in-venue tablet, with automatic POS integration and multilingual support.
• Bestelzuil (Self-Service Kiosk) Self-service ordering kiosks deployed in hospitality venues that let guests independently browse menus, place orders and pay, with custom branding, automatic upselling and direct integration into the unTill POS.
• Betaaloplossingen (Payment Solutions) Payment terminal hardware and QR payment solutions tightly integrated with the unTill POS for direct amount transfer, reducing manual entry errors and enabling card, contactless and split-bill payment flows.
• Nostradamus Personeelsplanning (Workforce Management) Personnel scheduling and workforce management software integrated with the unTill POS, covering online rostering, time tracking, absence management, authorization workflows, labor cost forecasting and payroll integration.
• Guestplan Reserveringssysteem Restaurant reservation system with two-way POS integration enabling automatic table booking, guest profile and order history visibility at the POS, and automated deposit payment booking.
• Bonnie AI Telefoonassistent (AI Phone Assistant) AI-powered voice assistant for handling reservation calls and customer inquiries, integrated with the unTill POS and reservation systems, capable of autonomously handling the majority of incoming hospitality calls.
• Adcademy Training Services Structured hospitality automation training programs covering basic unTill use, advanced features and venue-specific optimization, delivered as paid classroom sessions (€495 basic, €695 optimization) and e-learning modules for hospitality operators and their staff.
• 24/7 Support en Service 24/7 technical support and servicedesk for unTill customers, including a helpdesk, knowledge base, SLA-based response and remote system access for installed hospitality operators.

Quantifiable outcome

• Restaurant De Open Keuken reported 26% productivity increase, 15% customer satisfaction increase, and 21% revenue growth after implementing the Adnamics/unTill system with kitchen display screens
• +2 more outcomes

Named customers12 records

Segments10 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability6 records

Feature12 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• unTillcoreTechnology or IntegrationAdnamics is an authorized dealer and implementer of unTill POS systems in the Netherlands. unTill is one of the leading hospitality POS suppliers in the Dutch market, providing the core technology platform (POS, kitchen display, handhelds, web management) that Adnamics resells, implements, and supports. The partnership covers the entire unTill product ecosystem including integrations with over 100 third-party platforms.
• NostradamuscoreTechnology or IntegrationNostradamus is a workforce management and HR software platform integrated with the unTill POS ecosystem. Adnamics implements Nostradamus for customers requiring staff scheduling, time tracking, absence management, and payroll integration.
• CCV (Payment Terminals)coreTechnology or IntegrationCCV provides payment terminal hardware (P400ITS, V400M) integrated with the unTill POS system for seamless card payment processing. The CCV-integrated terminals enable automatic amount transfer from POS to terminal, reducing fraud and errors.
• Ingenico (Payment Terminals)coreTechnology or IntegrationIngenico provides payment terminal hardware (Desk5000, IPP350, Link2500, Move5000) integrated with the unTill POS system. Available as standalone or POS-integrated solutions.
• Tikkie (QR Payment)coreTechnology or IntegrationTikkie is a QR-code payment solution integrated with unTill POS, allowing guests to pay their bill via WhatsApp or QR scan with iDEAL. Adnamics actively promotes Tikkie Check for table-side payment in hospitality venues.
• Butlaroo (QR Ordering & Payment)coreTechnology or IntegrationButlaroo provides QR-code ordering and payment solutions integrated with unTill POS. Guests scan a QR code to access the menu and pay via their smartphone. Supports iDEAL, PayPal, Maestro, MasterCard, Visa, Bancontact & VPay.
• Jamezz (QR Ordering, Webshop, Kiosk)coreTechnology or IntegrationJamezz provides QR-code ordering, online ordering webshop, and self-service kiosk solutions integrated with unTill POS. Supports takeaway, delivery, and dine-in ordering with custom branding.
• QIOX (Self-Service Kiosks)coreTechnology or IntegrationQIOX provides self-service ordering kiosks integrated with unTill POS. Supports custom branding, cash/card/contactless payment, and automatic upselling. Adnamics and QIOX jointly implement the solution for hospitality operators.
• Guestplan (Reservation System)coreTechnology or IntegrationGuestplan provides restaurant reservation management integrated with unTill POS. Enables automatic table management, advance deposit handling, and guest order history tracking. The integration allows walk-in management and eliminates manual re-entry of reservations.
• Deliverect (Online Ordering Integration)coreTechnology or IntegrationDeliverect integrates online food delivery orders (Uber Eats, Thuisbezorgd, etc.) directly into the unTill POS, eliminating manual order transcription. Supports menu management and performance analytics across delivery channels.
• De Hooge Waerder AccountantsminorStrategic or Co-development PartnerDe Hooge Waerder is an accounting firm and ambassador partner of Adnamics. They recommend Adnamics/unTill solutions to their hospitality clients, citing the automated integration between POS and accounting software as a key value driver.
• Hotel PMS Providers (IDPMS, ITESSO, Briljant, Smarthotel, Lodgegate, Mews, Protel)coreTechnology or IntegrationunTill is pre-integrated with hotel property management systems (PMS) enabling seamless guest billing, room charging, and匙 integration for hotel restaurants and F&B operations.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• TouchBistro: iPad-based restaurant POS platform with table management, ordering, payment, and reporting. Targets independent full-service restaurants globally, overlapping directly with Adnamics' restaurant and brasserie customer segments.
• Lightspeed Commerce: Cloud-based POS platform serving restaurants and hospitality globally, with a strong European footprint including the Netherlands. Competes with Adnamics/unTill on cloud-native POS, payment processing, and online ordering for SMB and mid-market hospitality operators.
• MplusKASSA: Dutch POS and automation provider serving the hospitality sector with kassasystemen, online ordering, and integrations. Directly competes with Adnamics in the same Dutch SMB hospitality market with comparable dealer-led implementation services.
• Vectron Systems: German-based POS systems vendor specializing in hospitality with stationary and mobile terminals, kitchen video systems, and cloud reporting. Competes head-to-head in the DACH/Benelux hospitality SMB segment with comparable on-premise/hybrid POS functionality and dealer distribution.

Emerging players

• Guestplan: Dutch reservation management system that Adnamics integrates with unTill. Functions as a partner but represents a class of emerging SaaS tools (reservation, guest CRM) that operators may increasingly procure directly, bypassing bundled POS dealers.

Broad incumbents

• Toast: US-born restaurant POS platform expanding internationally, offering cloud POS, payment processing, kitchen display, online ordering, and loyalty. Increasingly competitive in European hospitality with an integrated subscription model vs. Adnamics' dealer-led license approach.
• SumUp: European payment and POS provider with strong Dutch market presence, offering integrated card readers, POS software, and online store tools for SMBs including cafés and snackbars. Competes with Adnamics on price and ease-of-use for very small operators.
• Square (Block, Inc.): Integrated payment + POS platform widely adopted by hospitality SMBs across Europe. Competes with Adnamics as a one-stop payment, POS, and online ordering suite with a software-subscription rather than one-time-license model.

Others

• Deliverect: Belgian-headquartered online ordering integration platform that connects delivery marketplaces (Uber Eats, Thuisbezorgd) directly to POS systems including unTill. Functions as a technology partner to Adnamics but also competes for the 'online ordering enablement' budget at hospitality customers.
• unTill: The core POS technology platform that Adnamics resells, implements, and supports across the Netherlands. Operates a separate dealer network of ~3-4 partners and is both Adnamics' primary supplier and a strategic dependency.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/adnamics
• LinkedInlinkedin.com/company/adnamics
• Instagraminstagram.com/adnamics

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adnamics